Benjamin Li
Nov 30, 2012

Durex partners with AIDS Concern for World AIDS Day charity push

HONG KONG - Durex has partnered with Hong Kong NGO AIDS Concern, launched a Facebook competition and unveiled a new packaging design by Dorophy Tang, all promoted by an OOH campaign for World Aids Day on 1 December.

Durex partners with AIDS Concern for World AIDS Day charity push

In a local execution that's part of a wider effort, Durex invited Tang, a famous local illustrator, to decorate special-edition packaging with her signature characters. The brand has also transformed a bus shelter in shopping hotspot Causeway Bay into a photo-booth where passers-by can take a photo and upload to Facebook to show support for World AIDS Day.

 

The number shown atop the shelter represents sales volume, as Durex donates a fixed amount to the AIDS fund per item sold.

Frankie Li, marketing manager, healthcare Hong Kong/Taiwan, for Durex brand owner Reckitt-Benckiser Hong Kong, told Campaign Asia-Pacific that the bus shelter gives people a chance to support safe sex and spread the AIDS prevention message.

The packaging design represents the first time the brand has worked with a local designer. "Tang is an influential local designer, very popular with teenagers, who could help us to call for action, as teengers in Hong Kong are having sex at a young age," Li said.

Tang has created a chubby, baby-like 'AIDS warrior' for the limited-edition packaging, which is available in retail stores including Mannings, Watsons and 7-Eleven.

 

 

 

 

Source:
Campaign China

Related Articles

Just Published

14 hours ago

40 Under 40 2024: Mamaa Duker, VML

Notable achievements include leading VML through a momentous merger, helping to reel in big sales, and growing WPP’s ethnic and cultural diversity network by a mile.

15 hours ago

Will you let your children inherit a world without ...

A raw, unflinching look at the illegal wildlife trade, starring Ray Winstone, will force you to confront the horrifying truth... and act.

16 hours ago

Campaign CMO Outlook 2024: Why marketers still want ...

In the second part of the Outlook series, global marketers weigh in on Amazon Prime’s move into ad-tier streaming, how video-on-demand will reshape strategies, and where it's still falling short.

17 hours ago

Jaguar's identity crisis: A self-inflicted wound ...

Jaguar's baffling attempt at reinvention from feline grace to rock-based abstraction is a masterclass in brand self-sabotage, says Resonant's Ramakrishnan Raja—and it risks destroying the marque entirely.